Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #5281: New Lebanon’s Special Brew Of Bock Beer For The 4th Of July

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Wednesday’s ad is for an New Lebanon Bock Beer, which was published on July 1, 1907. This ad was for the New Lebanon Brewing Co. of Lebanon, Pennsylvania, which was originally founded in 1856 by Henry L. Hartman. This ad ran in the Daily News, also of Lebanon, Pennsylvania.

Beer In Ads #5280: Don’t Argue With A “Hot-Dog” Thirst — Drink Rainier Bock! It Goes Right To The Thirsty Spot!

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Tuesday’s ad is for an Rainier Bock Beer, which was published on June 30, 1902. This ad was for the Rainier Brewing Co. of Seattle, Washington, which was originally founded in 1878. This ad ran in the Province, of Vancouver, British Columbia, Canada.

Beer Birthday: Larry Berlin

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Today is the 65th birthday of Larry Berlin. Originally from New Jersey, I first met Larry when he was the brewmaster at the organic brewery in Chico, California, Butte Creek Brewing. Before that, I know he brewed at Sierra Nevada, but Butte Creek closed in 2009, and the brand was acquired by Mendocino Brewing the following year. Larry brewed at a few different places after that, and I caught up with in Marin County, where he was brewing at State Room Brewing in San Rafael, and then opened nearby Fairfax Brewing, which is owned by the same couple. They’ve subsequently sold State Room, so I believe Larry is brewing just at Fairfax these days. Join me in wishing Larry a very happy birthday.

Me and Larry at Fairfax Brewing last year.
Co-owners Alex Stricker, Lisa Stricker, along with brewmaster Larry Berlin at Fairfax Brewing.
Love this shot of Larry being spotted at an unknown festival. [photo purloined from Facebook.]

Beer In Ads #5279: Nobody* Undersells Weltman’s Bucks Bock!

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Monday’s ad is for an Flocks Bock Beer, which was published on June 29, 1950. This ad was for Corky Weltman’s Liquor Dept. Store of Washington, D.C., which appears to have only closed in the last few years. The Bock they can’t be “knowingly” undersold on is from the Flock Brewing Co. of Williamsport, Pennsylvania, which was founded in 1854 by Jacob Hoffman. This ad ran in the Times Herald, of Washington, D.C.

Beer In Ads #5278: Edel-Bock

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Sunday’s work was created for “Edel-Bock,” which was published around 1910. It was created for the Brauerei Weller-Schwabach of Schwabach, Bavaria, Germany, which was founded in 1879 (or 1701 according to some accounts). This poster was printed by B.A. Funke Nache, in Leipzig, Germany.

Beer In Ads #5277: Münchner Paulaner Bock

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Saturday’s work was created for “Münchner Paulaner Bock,” which was published around 1910. It was created for the Paulaner Brauerei of Munich, Germany, which was founded in 1634. This poster was done by German artist Willy Zügel.

Beer In Ads #5276: Last Call For Bock Beer

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Friday’s ad is for an unspecified Bock Beer, which was published on June 26, 1952. This ad was for the Monroe Beer Cooler of Monroe, Michigan, which appears to still be in business. According to their Facebook page, they are “Monroe’s ONLY drive thru party store with much more than convenience to offer.” This ad ran in the Monroe Evening News, also of Monroe, Michigan.

Beer In Ads #5275: Gerst Bock Beer! The Famous Spring Tonic.

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Two years ago I decided to concentrate on Bock ads for awhile. Bock, of course, may have originated in Germany, in the town of Einbeck. Because many 19th century American breweries were founded by German immigrants, they offered a bock at certain times of the year, be it Spring, Easter, Lent, Christmas, or what have you. In a sense they were some of the first seasonal beers. “The style was later adopted in Bavaria by Munich brewers in the 17th century. Due to their Bavarian accent, citizens of Munich pronounced ‘Einbeck’ as ‘ein Bock’ (a billy goat), and thus the beer became known as ‘Bock.’ A goat often appears on bottle labels.” And presumably because they were special releases, many breweries went all out promoting them with beautiful artwork on posters and other advertising. With Spring approaching, there are so many great examples that I’m going to post two a day for a few months.

Thursday’s ad is for Gerst Bock Beer, which was published on June 25, 1908. This ad was for the Gerst Brewing Co. of Nashville, Tennessee, which was originally founded in 1859 as the Nashville Brewery. This ad ran in the New Decatur Advertiser, of New Decatur, Alabama.

Beer In Ads #5274: Spaten Helles Lagerbier

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I’m taking a one-day break from posting Bock ads because today is the day Spaten released what today we simply call Helles in Munich and the rest of Germany. They had test-marketed it in Hamburg beginning March 21, 1894, but waited until the following summer for a full roll out, which began on June 20, 1895.

Saturday’s ad is for an “Spaten Helles Lagerbier,” or more fully “Helles Lagerbier nach Art des Pilsener Biers” (pale lager beer in the style of Pilsener beer) which was published on or around June 20, 1895. This ad ran in the “Das Bayerische Vaterland” (The Bavarian Fatherland), which was a daily newspaper published in Munich from 1869 to 1934. I believe it’s one of the earliest ads, if not the earliest ad, for Helles beer.

Historic Beer Birthday: Sebastian Didas

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Today is the birthday of Sebastian Didas (June 20, 1812-March 14, 1870). He was born in Tholey, Sankt Wendel, Saarland, Germany. When he was 28 years old, in 1847, he moved to the U.S., settling in Steuben County, New York, which is in the southwestern part of the state and the home of Corning Glass. Before moving from Europe, he married Magdalena Scheier in 1841, and the couple had four sons, three while still in Germany and the youngest in America. In 1860, he started his own brewery in Perkinsville, New York known simply as the Sebastien Didas Brewery. As soon as his sons were old enough, he put them to work in the brewery and after his death, his second son, Nicholas, took over running the brewery and was renamed Nicholas Didas & Co. Nicholas ran the brewery for another dozen years, then retired and became a farmer in 1882.